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A Study on the Structural Relationships between Internal Marketing and Organizational Performance in University
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대학의 내부마케팅과 조직성과 간의 구조적 관계 연구

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Type
Academic journal
Author
Journal
전북대학교 사회과학연구소 지역과 세계 지역과 세계 제38권 제2호 KCI Accredited Journals
Published
2014.1
Pages
93 - 124 (32page)

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A Study on the Structural Relationships between Internal Marketing and Organizational Performance in University
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Abstract· Keywords

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The object of this paper is to investigate the effects of internal marketing on job satisfaction and customer orientation, and the effects of job satisfaction and customer orientation on organizational performance in university. Total of 320 copies of questionnaire are distributed to the employees of 3 universities around cheonan and asan city. 252 answers are used for the analyses using SPSS 21.0, AMOS 21.0 program. The empirical results of this paper are as follow. First, management support, empowerment, reward system and internal communication affect positively internal customer satisfaction. but education & training don't have a positive effect on job satisfaction. Second, empowerment, education & training and internal communication affect positively customer orientation. management support and reward system don't have a positive effect on customer orientation. Particularly, internal communication most effect on job satisfaction and customer orientation. Third, job satisfaction affect positively customer orientation. Fourth, job satisfaction and customer orientation affect positively organizational performance.
#내부마케팅 #직무만족 #고객지향성 #조직성과 #대학 #Internal Marketing #Job Satisfaction #Customer Orientation #Organizational Performance #University

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Berry, L. L. / 1981 / The employee as customer / Journal of Retail Banking 3:25~28 google schola Brewer, G. A. / 2000 / Why elephants gallop: assessing and predicting organizational performance in federal agencies / Jorunal of Public Administration Research and Theory 10(4):685~712 google schola Fornell, C. / 1981 / Evaluation structural equation models with unobservable variable and measurement error / Jounal of Marketing Research 18:39~50 google schola Grönroos / 1990 / Service Management and Marketing: Managing the Moment of Truth in Service Competition / Lexington Books google schola Grönroos, C. / 1994 / From Marketing Mix Relationship Marketing: Towards a Paradigm Shift in Marketing / Management Decision 32(2):4~20 google schola

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